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Phrase match vs exact match in Google Ads

By SpendCanary team · Updated

Exact match (written [like this]) shows your ad for searches with the same meaning as your keyword. Phrase match (written "like this") shows it for searches that include the meaning of your keyword, so it also reaches longer, more specific searches. On a small budget, both are safer than broad match, but neither matches only the words you typed.

What each match type reaches

  • Exact match [emergency plumber]: searches that mean the same thing, such as “emergency plumber” or “plumber emergency”. It gives the most control and reaches the fewest searches.
  • Phrase match "emergency plumber": searches that include that meaning, such as “emergency plumber near me” or “24 hour emergency plumber austin”. Word order still matters: Google’s example is that a phrase keyword for moving from NYC to Boston won’t match searches for moving from Boston to NYC.
  • Broad match (no symbols, and Google’s default): related searches too, using signals such as your landing page and other keywords. See broad match.

Both match “close variants”

Google matches all keyword types to close variants, and there’s no way to opt out. For exact match, that includes:

  • misspellings, singular and plural, and other forms of the word (“floor” and “flooring”),
  • reordered words and added or dropped small words,
  • implied words, synonyms, and searches Google thinks have the same intent.

Phrase match gets the same, plus extra words around your keyword. Most variants are fine, but “same intent” can stretch further than you’d expect, so check what you’re paying for.

Which one to use on a small budget

Google gives no rule by budget, so this is our advice:

  • Start with exact match for your money keywords: the two or three searches that bring paying customers. You control exactly what you pay for.
  • Add phrase match for the same keywords when you want more volume, and watch the searches it brings.
  • Check the search terms report weekly and add negative keywords for anything you don’t sell. That’s where the money leaks, with any match type.

Which keyword gets used

When several of your keywords could match a search, Google picks in this order:

  1. An exact match keyword identical to the search (spelling corrections count, plurals and synonyms don’t). It wins over phrase, broad and Performance Max.
  2. Phrase or broad keywords, or Performance Max search themes, identical to the search.
  3. The most relevant ad group.
  4. The highest Ad Rank.

So an exact keyword for your best search is also the surest way to make that search use the ad and landing page you chose.

AI Max and the broad match setting can override your choice

  • AI Max for Search expands your keywords using broad match and keywordless matching. Its search term matching is on by default and can be turned off in each ad group’s settings. It doesn’t work with manual CPC bidding, and it respects your negative keywords. In the search terms report, these clicks show the match type AI Max.
  • The campaign-level broad match setting turns all phrase and exact keywords into broad match. Since September 2026, campaigns using it have been moved to AI Max automatically. See the AI Max upgrade.

If you chose exact and phrase to stay in control, check that neither setting is on.

  1. Open Campaigns > Insights and reports > Search terms.
  2. The Keyword column is hidden by default: add it from the columns icon, under Attributes.
  3. The Match type column shows how each search matched.

To change a keyword’s match type, open Search keywords, select the keyword, and use Edit (or the pencil next to it). Google treats this as removing the old keyword and adding a new one, so its past results show only under removed keywords. Google renames menus from time to time, so the labels may differ slightly in your account.

Negative keywords work differently

Negative keywords don’t match close variants. A negative “plumbing course” won’t block “plumbing courses”, so add plurals and synonyms yourself. Casing and misspellings are handled for you. See negative keywords for small businesses.

Sources

Common questions

What is the difference between phrase match and exact match?
Exact match, written [like this], reaches searches with the same meaning or intent as the keyword. Phrase match, written "like this", reaches searches that include the meaning of the keyword, so it also covers longer, more specific searches. Exact reaches fewer searches and gives more control.
Does exact match only show for the exact words?
No. Both match types also match close variants: misspellings, plurals, reordered words, synonyms and searches with the same intent. Google says there is no way to opt out.
Which keyword is used when several match a search?
An exact match keyword identical to the search is used first, ahead of phrase, broad and Performance Max. After that come identical phrase or broad keywords, then relevance, then Ad Rank.
Do negative keywords match close variants too?
No. Negative keywords don’t match close variants, so add plurals and synonyms yourself.